Maximalist make-up is set to make a significant comeback in 2026, following several years dominated by pared-back ‘clean girl’ beauty trends. Recent search data shows that searches for ‘2016 makeup trends’ have increased by 4000 per cent in the past month, signalling a renewed appetite for colour, creativity and full-glam self-expression.
Leading this shift is global beauty brand Half Magic Beauty, which is launching in the UK exclusively at Sephora UK. Founded by two time Emmy Award winning celebrity make-up artist Donni Davy, the Los Angeles born brand has become known for its bold, high pigment products and creative approach to artistry. Davy is best known for her work on the HBO television series Euphoria, where make-up became as prominent as the characters themselves, helping to inspire the global #euphoriamakeup movement. With Euphoria set to return in April 2026, the launch marks Half Magic’s UK debut. Davy has also created looks for artists and actors including Reneé Rapp, Mindy Kaling and Chappell Roan.
Established in 2022 in collaboration with A24, Half Magic focuses on self expression, experimentation and artistry, offering professional level products designed for both beginners and professional make-up artists.
Founder of Half Magic Beauty, Donni Davy comments, “Half Magic was born from my love of makeup as an art form – something expressive, emotional, and a little bit magical. Makeup has always been a way for me to feel more like myself – joyful, confident, and free. Half Magic is an invitation to anyone, at any age, to embrace colour, sparkle, and self-expression without rules or limits. I’m so excited to bring the brand to the UK with Sephora and invite everyone to play, experiment, and embrace make-up in their own way. I can’t wait for the UK to experience these products and create their own bold beauty moments.”
Within three years of launch, the brand has received recognition from titles including Allure and Glamour. Products launching at Sephora UK include Blushing Lizard Eyeshadow, Glitterpuck Pressed Fairy Dust and the Wing Hack Set.
Sarah Boyd, Managing Director at Sephora UK adds: “We’re thrilled to welcome Half Magic Beauty as our latest ‘Only At Sephora’ brand in the UK. Founder Donni Davy’s vision – rooted in artistry, disruptive creativity and an unapologetic celebration of individuality- is something we know our customers will deeply connect with. At Sephora UK, we’re passionate about making beauty accessible to everyone, and Half Magic does exactly that by democratising artistry and bringing back the joy of playing with makeup. We can’t wait for our community to discover this truly one-of-a-kind brand that’s already making waves across the beauty industry.”
